Google Ads & Hotels in 2025: How to Make Your Budget Actually Work 🏆
Smarter clicks, better bookings, and less reliance on OTAs. Hospitality pros this one’s for you. 🌴
If you’ve been wondering whether Google Ads are still worth the spend in 2025, the short answer is yes—but only if you play smart. And if you're in the hotel business, Google Hotel Ads might be your best-kept secret for more direct bookings and better margins.
Here’s the lowdown without the fluff.
🤓 What You’ll Learn in This Edition:
✅ Why search ads still matter in 2025 and how hospitality fits into the bigger picture
✅ What’s happening with costs (CTR, CPC, CVR, and CPL—explained simply)
✅ How the Travel & Hospitality sector is performing and why your ad dollars go further here
✅ Step-by-step on using Google Hotel Ads to show your real rates and beat OTAs
✅ How to track results and fine-tune your campaigns to bring in real bookings
Google Ads: What Businesses Need to Know
Costs are up, but smart strategies still win. Here's what matters most this year.
Thinking about running ads on Google? Or already doing it and wondering if it's still worth it? The latest numbers say yes—if you know what you’re doing. Here’s a simple breakdown of what’s working in 2025.
📈 Big Picture in 2025
Search ads still work. 76% of small businesses are happy with their Google Ads performance.
Almost half plan to spend more. Even with rising costs, confidence in the platform is strong.
Costs went up again, but so performed, especially in conversion rates.
🍽️ Special Spotlight: Hospitality & Travel
The Travel and Hospitality industry had a mixed year on Google Ads, but there are clear signs that search ads still matter:
Click-through rate (CTR): 8.73% – pretty strong! That means people are still curious about what’s out there.
Cost per click (CPC): $2.12 – much lower than the average ($5.26). That’s good news for budgets.
Conversion rate (CVR): 5.75% – not the best, not the worst. The landing page experience matters here.
Cost per lead (CPL): $73.70 – just a little above average. Not bad if the leads are quality.
💡What it means for you:
Hospitality brands can still get attention without breaking the bank. But you’ve got to get smarter about your ad copy and where those clicks go. Your landing pages need to be clear, inviting, and fast, especially on mobile.
Pro tip: Try pairing Google Ads with strong visuals (hello, local flavor!) and make sure your ads reflect the experiences people crave: comfort, adventure, or a great meal.
💸 Click-Through Rate (CTR)
Average across all industries: 6.66%.
Top CTRs:
Arts & Entertainment (13.10%), Shopping & Gifts (8.92%), Sports & Recreation (9.19%).Industries with lower CTRs:
Dental (5.44%), Automotive Repair (5.56%), Business Services (5.56%).
📌 CTR is dropping in crowded industries, but it's still a strong sign of interest when done right.
💰 Cost Per Click (CPC)
Average: $5.26
Travel industry: $2.12 – much cheaper than most!
Highest CPCs:
Attorneys ($8.58), Dentists & Home Services ($7.85).
📌 Your ad budget goes further in hospitality than in law or real estate.
🔄 Conversion Rate (CVR)
Average: 7.52%
Top performers:
Auto Repair (14.67%), Pets (13.07%), Physicians (11.62%).Travel: 5.75%
📌 If your conversion rate is below 5%, it’s time to tweak your offers or landing pages.
🧾 Cost Per Lead (CPL)
Average: $70.11
Travel: $73.70
Best value:
Auto Repair ($28.50), Arts & Entertainment ($30.27)
📌 Travel leads aren’t cheap, but if they book, they’re worth it.
⚠️ What You Should Keep an Eye On
Google’s changing the game again. More ads in more places = more competition.
Try new formats. Local Services Ads, Shopping Ads, and even Microsoft Ads can help stretch your budget.
Structure your campaigns smartly. Separate offers for locations or audiences for better control.
Target carefully. Know who’s most likely to book or visit—and speak directly to them.
ROI is what counts. Focus on what’s driving real results, not just clicks.
Important to say
For hospitality pros, this is a good year to double down—but only if your ads are clear, targeted, and backed by a solid online experience. Keep the ads tight, the pages helpful, and the message friendly.
👉 At Smart Pineapple, we can help you set up or improve your Google Ads campaigns—especially if you're in hospitality. Let’s make sure your next clicks count.
How to Sell Your Hotel on Google 👆
Get more direct bookings with less OTA noise
Most travelers find you on Google first. If your hotel shows the right info at the right time—especially direct prices—you’ve already won half the battle. Google Hotel Ads makes that easier. Here's how to use it without stress.
🧭 Start with the Basics
You need a Google Business Profile (GBP) to appear in Google Hotel Ads.
Connect your booking engine so Google can pull your availability and rates.
Set up a deep link—this brings users straight to your site’s booking page.
Add tracking tools to check what campaigns are getting clicks and bookings.
📌 Once your rates are in, they also appear in Free Booking Links—even without paying for ads.
💡 Why Use Google Hotel Ads?
Target people looking for your hotel or your destination.
Show up across Google Search, Google Maps, and Google Travel.
Set filters like check-in day, stay length, or traveler location to reach the right guests.
📌 Ads show your direct rate right next to OTA prices. That’s your chance to win the booking.
💰 Choose the Right Business Model
You’ve got two ways to run Google Hotel Ads:
1. Cost-per-click (CPC)
You pay when someone clicks. Set bids manually and fine-tune by market, device, or stay details.
2. Commission-based (CPA/CPS)
You pay when someone books or stays. Google handles the bidding automatically.
CPA per conversion: You pay when the reservation is made.
CPA per stay: You pay after the guest checks out. Free of cancellations and no-shows.
📌 Want more control? Go with CPC. Want less hassle? CPA might be better.
✈️ How It Competes with OTAs
Meta search engines like Google can drive up to 30% of a hotel’s direct bookings.
Google Hotel Ads converts 50% better than most hotel websites on average.
It brings in guests who are already searching and ready to book.
📌 This isn’t about flooding clicks—it’s about getting clicks that actually book.
🎯 Tips to Make Your Ads Perform Better
Stay price-competitive
Offer at least the same price or better than OTAs.
Use callouts: free breakfast, flexible cancellation, exclusive perks.
Add member-only rates or loyalty perks.
Fix the guest experience online
Make sure your website is fast, clean, and easy to book.
Keep room pages clear and mobile-friendly.
Today, 40% of people leave if your site takes over 3 seconds to load.
📌 Think of your site like your front desk. It has to be welcoming and fast.
📊 How to Know It’s Working
Watch these:
Impression Share: Shows if your rate is being seen. Aim high—close to 100%.
Price Competitiveness: Are you matching or beating OTAs?
Conversion Rate: Out of all clicks, how many become bookings?
📌 Results may vary by season or budget. Keep tracking and adjusting.
📌 Also Worth Knowing
You don’t need a huge budget to start. Even small campaigns can work.
You can run Property Promotion Ads if you want to show up when someone searches for your destination—not just your hotel.
Google Ads works even better when your direct offer looks more appealing than what OTAs show.
✅ Quick Recap: What You Need
A Google Business Profile
A booking engine synced with Google
A deep link to your booking page
A mobile-friendly, fast-loading site
Clear, competitive pricing
Basic campaign tracking
👉 Curious where to start or how to improve your next campaign?
Take what makes your property special, keep things simple, and focus on what real guests care about. The clicks will follow.
🧠 Prompt of the Week:
Create Google Ads That Drive Bookings in Hospitality
💡 What This Prompt Helps You Do
Quickly generate high-performing Google Ads that highlight your property’s strengths, compete with OTAs, and boost direct bookings—all with a tone that feels clear, inviting, and real.
✍️ How to Use It:
Step 1: Pick Your AI Tool
ChatGPT → chat.openai.com
Gemini → gemini.google.com
Claude → claude.ai
Or any tool you like
Step 2:
Copy + Paste This Prompt. Just fill in the [brackets] with your details.
📝 AI Prompt:
Write Google Ads (headlines and descriptions) for a [property type – hotel, resort, B&B, guesthouse] targeting [guest type – solo travelers, couples, families, business travelers, etc.] searching in [city or region].
Headlines (up to 15):
Mention real value (e.g., “Direct Rates Only Here,” “Free Breakfast Included”)
Focus on direct booking perks (no fees, easy cancellation, best rate guarantee)
Include short CTAs (“Book Now,” “See Rates,” “Stay Local”)
Reflect your vibe (cozy, beachfront, modern, traditional, etc.)
Stay under 30 characters each
Descriptions (up to 4):
Highlight unique features (location, amenities, experiences)
Reinforce trust and ease (“Fast Booking,” “No Hidden Fees,” “Mobile Friendly Site”)
Mention current pricing or promotions if applicable
Write in a natural tone, like how you’d explain your place to a guest
Keep each description under 90 characters
🔄 What You’ll Walk Away With:
Ads built to compete with OTAs in Google Search, Maps, and Travel
Messaging that’s short, warm, and focused on direct bookings
Copy that aligns with 2025 ad trends (lower CPC, better CVR, mobile-first)
Less guesswork, more clicks, better guests
👉 Pro Tip:
Test different styles. Use pricing in some headlines, emotions in others, and location-based appeals in a few more. Google mixes and matches to find what works best.
🏁 Final Thoughts
Google Ads in 2025 isn’t about spending more—it’s about spending smarter. Whether you’re running search campaigns or jumping into Google Hotel Ads, the opportunity is real: more direct bookings, fewer OTA fees, and guests who are looking for you.
The key? 🔑
Keep your message simple, your site fast, and your offers clear. Talk like a real person, not a billboard. Test what works, track your results, and adjust along the way.
Ads don’t have to feel complicated.
They just need to feel right for your brand—and right for the people ready to book.
🍍 Branded & Direct
From Clicks to Bookings—The Smart Pineapple Way
Thanks for being part of the Hospitality Community.
We keep things simple, useful, and focused on what helps your business grow.
👉 Need better results with your ads? Smart Pineapple helps hospitality brands get more bookings with less stress. More control, better strategy—just a message away.
Until next time,
Stay smart, stay charming, and keep those bookings coming.
Kay
P.S. Got a friend who’d love this newsletter? Feel free to share it! 😊
Founder, Smart Pineapple
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